The company launched the re-branding, alongside announcing the opening of a second hotel in London, the 78-bedroom Nadler Soho.
Located on Carlisle Street, close to Soho Square, Nadler Soho will open in May. It will join existing London hotel, Nadler Kensington. A third hotel in Liverpool will remain as a Base2stay, becoming the flagship property of the group's growing regional business.
Founder and chief executive, Robert Nadler said the new identity for the company is an evolution from the Base2stay concept.
"All the core values and services remain the same. though the new name better reflects the demands of the London and international market," he said. "Our guests can still expect city centre locations, interior designed, well planned rooms, discreet in-room mini-kitchens, Nespresso machines, high-quality linen and free Wi-Fi, together with excellent service and what we believe to be a new level of integration with the local community.
"Our aim isn't just to give you a city centre room, it's to give you the city, and for this, there can be no better location in the world than Soho."
Nadler explained that the aim of the brand is to offer "four-star rooms, with five-star service, at three-star price" with no hidden costs when the guest pays the bill.